- AMC Networks
- Sundance TV website re-skin
A new website for one of cable’s more refined denizens.
A longtime haven on the cable matrix for thoughtful film and other independent-minded programming, Sundance Channel has in recent years quietly begun to create content of its own. In late 2013, emboldened by two seasons of well-received original series, they hired Johnson & Wolverton to rebrand them as Sundance TV. J&W hired us to look at the online component of the brand.
This is a re-skin rather than a redesign, as the underlying use patterns and content groups of the site’s previous incarnation remain: AMC Networks, which owns Sundance TV, runs all of their sites (AMC, IFC, etc.) on the same platform and with the same basic architecture, and the site uses standard internet ad units. So we couldn’t change much beyond the master CSS file.
But sometimes that’s okay. A little discipline can work wonders: merely rationalizing and setting clear hierarchies for the typography did a good deal, as did the use of webfonts – several weights of Benton Sans, the anchor of the brand language, had been recently made available for licensing from Font Bureau, and we used them. We also stripped away the presentational cruft from inline video players and social media icons, and set strong rules for presenting sub-brands (e.g., show packaging) pushing the Sundance TV brand and its content to the fore.